Intro
After years leading teams on the cricket field, Aussie legend Adam Gilchrist has turned his focus to the agave fields with El Arquero Tequila — born from a deep love of the spirit and a desire to share it. Crafted with three generations of tequila-making expertise and brought to life by an all-star Australian team, El Arquero is made to break down barriers and bring people together with zero pretension and all heart.

The Challenge
The celebrity liquor space is crowded, with more than 150 celebrity-founded brands globally; 15% by sports stars and 21% in tequila. Many are short-lived, trading on fame rather than foundations. Our brief was to create a brand and bottle that celebrates the artistry of true tequila while connecting with the easy-going spirit of Australia. Mexican made and Aussie owned, El Arquero bridges two worlds — crafted authentically in Jalisco yet built for how Australians drink and celebrate. It needed to feel uplifting and approachable, balancing artisanal soul with a modern edge that stands out wherever it’s poured. “Just sharing El Arquero with as many people as I possibly can. That’s what excites me. To bring people together over a tequila that’s full of soul and energy.” says Adam Gilchrist, Co-Founder & Cricket Icon

Insights
In Australia, tequila has long carried a reputation as a harsh party drink. The kind you endure rather than enjoy. But that tide is turning. A new wave of drinkers is discovering tequila not as they knew it, but as it should be: pure, smooth, and full of life. A versatile spirit that can be equally enjoyed neat, in a highball, or in far more cocktails than just the classic margarita. When people make a night of it, they want drinks that lift their energy, elevate the mood, and bring others along for the ride.

The Approach

Brand idea – People of the Sun
Meet Máximo — El Arquero’s central brand symbol, arms outstretched to the sky. Here, the radiating sun connects the liquid story, Australian culture, and Gilly himself. Crafted by a third-generation distilling family in Jalisco, Mexico, where ancient tribes worshipped the Sun God as the giver of life, El Arquero carries that same warmth and energy to Australian shores. It reflects our natural pull toward sunshine, the outdoors, and good times — and at its heart, Gilly’s unmistakable spark: the energy to lift spirits, ignite connection, and bring people together.

The Bottle
“The bottle became a beacon for what Gilly and the team wanted Aussies to feel about tequila — uplifting and full of spark, yet soulful and made with real integrity. Getting that balance right was everything. We didn’t stop until it hit just right… and when it did, we knew we’d created something that could bring fresh enthusiasm and broader appeal to tequila in Australia.” Matthew Squadrito, Creative director. El Arquero’s custom bottle was made to feel effortless and unpretentious, yet still carry that spark of something special, the kind of bottle that just feels beautiful in hand. Once the form was nailed, its character came to life: an accentuated rounded finish dressing up the naked neck, People of the Sun embossed on the heel, and Máximo, our mascot, shining through the base of the punt. Practicality mattered too. Modest in weight, locally produced near the distillery in Mexico, built for the back bar, and it pours like a dream.

The ‘Show Stopper’ Label
The design needed to capture two worlds — soulful and artisanal, yet bold and modern. The 3D moulded silicone band did exactly that, and more. Inspired by the way Mexican distillers hand-wrote batch details and secured them with rubber bands, it adds a tactile moment of intrigue and an unmistakable presence on the shelf or back bar.
“It’s the first thing people reach for,” says Adam Gilchrist “They pick it up, feel it, and ask if it’s real… then start trying to peel it off to see if it’s something they can put around their wrist.” From backyard to back bar, El Arquero holds its own anywhere — uplifting, distinctive, and impossible to overlook.

Quote from Founder
“So I started with an idea, an aspiration and a dream — and we ended up in partnership with the team at Squad. Matthew and Terry listened. They had no idea what we wanted at the start, but they just listened and took it all on board. And here we are with something that I’m just so, so proud of.” – Adam Gilchrist, Co-Founder & Cricket Icon

Production Specs & Credits
700mL Bottle – Super flint produced by Saverglass Mexico
Stopper – Laser engraved beech wood. Produced by Supercap Mexico
Labels front and back – Stock Bright White Felt. Digital print with hot stamp deboss. Produced by MCC
3D black band – Moulded silicon, black and white